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the goal of marketing is just for hype
no, it isn’t
it’s to build something so remarkable that people want to talk about it without being pushed
in crypto, it is obvious that ideas spread faster through product experience and community moments than through loud advertising
And the hard part isn’t knowing you need to be remarkable
it’s figuring out what makes people care enough to talk.
that usually starts with a simple narrative users enjoy telling themselves
before anyone tweets, posts, or recommends your project, they first decide in their own head what kind of project this is.
serious or sloppy. long term or short term. builder led or attention chasing.
this is why Uniswap worked so well
it didn’t feel like a growth hack or a cash grab
it felt neutral, honest, and inevitable. users told themselves “this is the clean, permissionless way to trade” and that narrative carried the product.
it’s also what helped Pudgy Penguins survive and then win
it stopped being about floor prices and started being about culture, IP, and belonging.
holders told themselves “this isn’t just an NFT, it’s a cool brand I want everyone to know me with” and they became the distribution
using it as pfp and shilling pudgy at every opportunity they get
when you design your product, community, and team behavior around one clear narrative, you increase the chances that users will spread the news willingly for you.
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